In the automotive sector, making a lasting first impression is essential, especially during a customer’s initial experience with a new car. The J.D. Power U.S. Automotive Performance, Execution, and Layout (APEAL) study evaluates brands based on their ability to forge an immediate connection with buyers. These initial impressions are critical as they influence the overall ownership experience and may foster brand loyalty.
The latest study reveals that premium brands continue to lead the rankings, with some mass-market brands also performing well. Porsche emerges as the leader this year, marking the eighth time in the past decade it has achieved this distinction, reclaiming the top spot from Jaguar Land Rover. In the mass-market category, Mini takes the lead, surpassing American brands that dominated last year’s top three. Below are the ten brands that excel in generating positive “first impressions.”
How The Study Is Scored
2024 J.D. Power APEAL Study Quick Facts
- An overall satisfaction average of 847 out of 1,000 points—up by 2 points
- Customer satisfaction with battery electric vehicles (BEVs) hits a record high (non-Tesla brands)
- Porsche ranks highest among premium brands, while Mini leads in the mass-market sector
- Infotainment systems continue to receive some of the lowest satisfaction scores
The J.D. Power 2024 U.S. Automotive Performance, Execution, and Layout (APEAL) Study assesses the sentiments of new vehicle owners after 90 days of ownership, focusing on emotional engagement. This year, the overall average satisfaction score is 847 out of a possible 1,000, displaying a slight increase compared to the previous year.
Now in its 29th year, the study is based on insights from over 99,000 new vehicle owners of 2024 model-year cars, collected between July 2023 and May 2024, reflecting vehicles registered from April 2023 to February 2024. It considers over 40 specific attributes, including vehicle design, driving dynamics, and overall comfort. The scoring reflects how well these attributes emotionally resonate with owners, thereby affecting their perception of quality and performance.
Trends & Observations
In line with prior studies, premium brands consistently achieve higher overall satisfaction ratings compared to mass-market brands (870 vs. 838, respectively). The premium brands evoke stronger emotional satisfaction, predominantly due to their emphasis on luxury features, high performance, and advanced technology. Notably, Mini leads the mass market with a score of 858, closely trailing Lexus, which is the 10th highest-rated premium brand at 866 points.
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Another notable trend in the study is the complicating nature of in-car infotainment systems. Owners now navigate through multiple audio sources, including satellite radio and Apple CarPlay, yet many find this variety more confusing than helpful. A large portion of respondents indicated that intricate menu layouts and challenging source-switching hindered their overall experience. Moreover, vehicles that perform well in the APEAL study tend to maintain their value more effectively over time.
The following are the ten brands identified in the study that leave the most significant first impressions.
Porsche
891 points
Porsche maintains its position at the forefront of the 2024 APEAL study, showcasing its expertise in crafting exceptional first impressions. With an impressive score of 891 points, Porsche’s focus on delivering high-performance vehicles that resonate emotionally with owners stands out. The Porsche Taycan is noted as one of the models generating a significant first impression in its segment, and this trend is expected to continue with the recent launch of its updated model for 2025.
Jaguar
886 points
Jaguar has consistently performed well in the APEAL study, and 2024 is no exception, having led in the previous year as well. Although Jaguar relinquished its top spot to Porsche this year, it still scored 886 points, earning the second highest ranking among assessed brands. Notably, no specific Jaguar model was mentioned, including the illustrious F-Type.
Land Rover
882 points
Land Rover captivates new owners with its luxurious yet highly capable vehicles, achieving a score of 882 points in the APEAL study. Celebrated for its sophisticated interior, the Range Rover stands out as a model that offers exceptional initial satisfaction. Additionally, Land Rover vehicles are noted for their off-road capabilities, appealing to a demographic that appreciates both luxury and durability.
BMW
881 points
BMW remains a strong contender in the premium market, scoring 881 points and maintaining its fourth place. Known for delivering “sheer driving pleasure,” buyers are likely to be impressed by their vehicles. The larger, more luxurious models continue to dazzle, especially the 7 Series, which leads its class.
Mercedes-Benz
876 points
With a score of 876 points, Mercedes-Benz reclaimed its position from Genesis, coming in fifth in terms of making a favorable first impression. Renowned for luxury, innovation, and refinement, Mercedes-Benz consistently attracts new customers, particularly with its flagship models. The brand continues to evolve in the era of electrification, having decided to uphold iconic nameplates.
Lincoln
874 points
Lincoln’s resurgence is showcased in its strong performance in the 2024 APEAL study, securing 874 points. The brand’s emphasis on comfort, technology, and design resonates well with consumers, especially with models like the Navigator and Aviator. The introduction of the newly refreshed Navigator is expected to further elevate owner satisfaction.
Genesis
873 points
Genesis is establishing itself as a serious competitor in the luxury segment, scoring 873 points in the APEAL study. The brand’s combination of premium materials, advanced technology, and captivating design distinguishes it in the market. The GV60 illustrates Genesis’s take on luxury, delivering an outstanding experience that resonates with new buyers.
Cadillac
868 points
Focusing on performance and luxury, Cadillac achieved an impressive score of 868 points in the 2024 APEAL study. The brand’s latest models, including the Escalade and Blackwing sedans, exemplify Cadillac’s commitment to integrating tradition with modern technology, such as the upcoming transition to electrification. Consumers can look forward to the innovative all-electric Cadillac Escalade IQ and the stunning Celestiq.
Alfa Romeo
867 points
Alfa Romeo is celebrated for its striking designs and exhilarating handling, garnering a devoted fanbase. This year, it scored 867 points in the APEAL study, indicating strong satisfaction among owners. However, with the days of the turbo V6-powered Giulia coming to a close, it may impact the perception of their sought-after sedan.
Lexus
866 points
Renowned for its reliability, Lexus rounds out the top ten automotive brands that create the best first impressions in 2024, achieving 866 points in the APEAL study. The luxury Japanese brand continues to meet and exceed owner expectations with its signature comfort and refined driving experiences, particularly with models such as the LC and RX, both leading their segments regarding initial appeal. However, the electric RZ crossover falls short in terms of class-leading EV powertrains.
But What About EV Brands?
The 2024 J.D. Power APEAL study indicates that traditional automakers producing non-Tesla battery electric vehicles (BEVs) are improving owner satisfaction, outpacing the Texas-based automaker thanks to advancements in battery technology, increased ranges, and higher-quality interiors. While Tesla maintains strong brand loyalty among current customers, new BEV entrants are gaining traction, particularly among first-time buyers. However, due to their limited sales compared to other brands, BEVs are not included in the overall brand rankings.
Even though EV brands like Rivian, Tesla, and Polestar are not officially ranked in the 2024 APEAL study due to specific criteria, their influence on the market is notable. The data reflects that Rivian, particularly, has attracted attention with its R1T and R1S models, achieving an exceptional score of 900 out of 1,000, surpassing the overall leader of the study. Interestingly, Rivian also outperformed Tesla in owner satisfaction during the initial ownership stages, with Tesla scoring only 870 points.
Vehicles That Leave The Best First Impression
The 2024 APEAL Study spots individual models that make a remarkable first impression. Hyundai Motor Group distinguishes itself by winning the most model-level awards, with seven models from Hyundai, Genesis, and Kia receiving recognition. BMW follows closely with notable models like the BMW 2 Series, iX, X4, and the Mini Countryman achieving exceptional ratings within their segments. Lexus with its LC, RX, and Toyota Tacoma from Toyota Motor Corporation also received accolades.
Additionally, the BMW 7 Series tops the list as the highest-rated individual model, while the Kia K5 and EV6 continue to uphold their reputation with accolades for three straight years. Stellantis shines with the Alfa Romeo Giulia and Jeep Wagoneer, and the Ford Super Duty and Porsche Taycan also emerge as leaders in their categories. Jaguar Land Rover’s Range Rover and the outgoing Nissan Titan further reinforce their standings as prominent players in their respective segments.
Sources:
J.D. Power
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